UK’s baby boomers doubt advertisers’ claims, report says

Britain’s ’baby boomers’ are among the world’s most receptive advertising audiences - but advertisers can easily alienate them, according to new research.

Britain’s ’baby boomers’ are among the world’s most receptive

advertising audiences - but advertisers can easily alienate them,

according to new research.



The 45 to 55 age group hates being patronised by ads and is suspicious

of their claims. However, the group is deeply loyal to brands it trusts,

irrespective of whether they are fashionable.



The findings emerge from research into baby boomer lifestyles and

attitudes in 16 countries, including the UK, the US, Australia, Japan

and Germany, carried out by the market research company, Research

International.



The study follows mounting disquiet at the failure of advertisers or

agencies to reach baby boomers, who account for almost 14 per cent of

the UK population and whose households spend almost a third more on

goods and services than other age groups.



The findings reveal differences in attitudes to advertising between baby

boomers in different countries but suggest that all are turned off by

insensitive advertising.



Jane Gwilliam, managing director of Research International Qualitatif UK

and the report’s author, said: ’The international marketing community

faces serious pitfalls if it fails to look beyond the stereotypes

frequently attached to 60s children.’



The research cites TV and newspapers as the prime media for

communicating with baby boomers.



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